Dr Martens – DM50

DM50

Overview

In 2010, Dr. Martens – an iconic British brand championed by subculture and laced with musical roots - turned 50 years old. We were briefed to mark this anniversary with a global campaign that celebrated the past, stamped its feet in the present and marched towards a bright future.

Campaign

We selected ten cult classic tracks worthy of a Dr. Martens greatest hits. These songs were then reimagined by modern musicians. Each new song was paired with a director who shot a music video that glued heritage and modernity together to create shareable digital content.

Music Videos

Print

Website

Results

2M Video Views
30% Increase In Global Sales
2 Cannes Lions
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